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undergraduate thesis
ELEMENTI STVARANJA I SNAGE BRENDA NA PRIMJERU LEGO KOCKICA
Završni rad
2022. urn:nbn:hr:145:439597
Jurilj, Ana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Jurilj, A. (2022). ELEMENTI STVARANJA I SNAGE BRENDA NA PRIMJERU LEGO KOCKICA : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:439597

Jurilj, Ana. "ELEMENTI STVARANJA I SNAGE BRENDA NA PRIMJERU LEGO KOCKICA : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:439597

Jurilj, Ana. "ELEMENTI STVARANJA I SNAGE BRENDA NA PRIMJERU LEGO KOCKICA : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:439597

Jurilj, A. (2022). 'ELEMENTI STVARANJA I SNAGE BRENDA NA PRIMJERU LEGO KOCKICA : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 16 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:439597

Jurilj A. ELEMENTI STVARANJA I SNAGE BRENDA NA PRIMJERU LEGO KOCKICA : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 April 16] Available at: https://urn.nsk.hr/urn:nbn:hr:145:439597

A. Jurilj, "ELEMENTI STVARANJA I SNAGE BRENDA NA PRIMJERU LEGO KOCKICA : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:439597

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Metadata
TitleELEMENTI STVARANJA I SNAGE BRENDA NA PRIMJERU LEGO KOCKICA : Završni rad
Title (english)ELEMENTS OF BRAND CREATION AND STRENGTH ON THE EXAMPLE OF LEGO CUBES : Final paper
AuthorAna Jurilj
MentorMarija Ham (mentor)
MentorKarla Bilandžić (komentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2022-09-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Brend (engl. brand) pojam je koji se često upotrebljava u marketingu. Prema definiciji, on označava skup marketinških i komunikacijskih metoda koje pomažu pri razlikovanju određenih gospodarskih subjekata, kao i njihovih proizvoda, odnosno usluga od konkurencije te u konačnici stvaraju trajni dojam – svijest kupca o vrijednosti nekog gospodarskog subjekta. Brend, drugim riječima, predstavlja ime, pojam, dizajn ili drugu oznaku koja razlikuje gospodarske subjekte te njihove proizvode ili pak usluge. Današnje tržište je zasićeno sa svim prisutnim vrstama proizvoda i usluga, stoga gospodarski subjekti ukoliko se žele istaknuti na tržištu, nužno moraju stvoriti dobar brend te se u određenim karakteristika moraju razlikovati od konkurencije kako bi pobijedili konkurencije i opstali na tržištu. Za opstanak na tržištu, potrebno je građenje brenda kroz sve njegove elemente. Pod elemente brenda navodi se identitet brenda, vrijednost brenda, prepoznatljivost brenda te svijest o brendu. Osnovna zadaća elemenata brenda je predstaviti sredstva koja imaju sposobnost identifikacije i razlikovanja brenda od ostalih proizvođača, tj. ponuditelja na tržištu. Za potrebe ovoga rada, posebno poglavlje ovoga rada pozabavit će se pitanjem elemenata stvaranja kao i snage brenda na primjeru konkretnog gospodarskog subjekta, tj. na primjeru lego kockica. Prikazat će se povijesni razvoj lego kockica te prikaz na koji način je najpoznatiji brend istih svoje kockice uspio učiniti najpoznatijima na svijetu.
Abstract (english)
Brand is a term often used in marketing. By definition, it refers to a set of marketing and communication methods that help to distinguish certain economic entities, as well as their products or services from the competition ultimately create a lasting impression - customer awareness of the value of an economic entity. A brand, in other words, represents a name, term, design or other mark that distinguishes economic entities and their products or services. Today's market is saturated with all present types of products and services, so if economic operators want to stand out in the market, they must create a good brand and in certain characteristics must differ from the competition in order to beat the competition and survive in the market. In order to survive on the market, it is necessary to build a brand through all its elements. Under the elements of the brand, the brand identity, brand value, brand recognition and brand awareness are stated. The main task of the brand elements is to present the means that have the ability to identify and distinguish the brand from other manufacturers, ie offered on the market. For the purposes of this paper, a special chapter of this paper will address the issue of elements of creation as well as the strength of the brand in the application of a particular economic entity, ie the example of Lego bricks. The historical development of Lego cubes will be shown, showing how the most famous brand of the same managed to make their cubes the most famous in the world.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:439597
Study programmeTitle: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-05-11 07:24:19